For decades, economists believed people made rational choices, psychologists thought they could categorise us into clearly defined personality types and marketers were sure that customers followed linear funnels toward purchase.
Not so anymore. Thatís because the world has come to realise that we humans are multidimensional. We have many sides to our lives and our personalities. We donít follow logical, linear paths. And what we like one minute, we donít like the next. As businesses increasingly focus on customers, they see that theyíre not simple and static personas. Instead theyíre complex and dynamic individuals.